Content designed for people

I’m Eddie McGuinness. I’m passionate about improving user experiences and public services through strategic, user-centred content.

I have over 18 years of experience in content design, copywriting, UX and digital marketing across public and private sectors. Talk to me about contracting, freelance and permanent opportunities.

Content design

I design user-centred, accessible content for web pages, widgets, forms, instructional guides and letters.

Content strategy

I develop content strategies by understanding audiences and defining goals, vision, voice and style.

Content discovery

I engage with stakeholders and subject matter experts to refine content requirements and user needs.

Agile methodologies

I’m well versed in Jira and Agile methodologies; sprint planning, retros and stand-ups.

Information architecture

I design the structure of websites, large and small, and use user-data to refine complex navigations.

User research

I work with user researchers to test how well content works and make data-driven refinements.


Positive senior man in formal wear and eyeglasses hugging with young lady while sitting at table
Scottish government
User-centred content for carers and disabled people

I’m proud to have played a key role in the content design for the successful pilot launch of Carer Support Payment in November 2023.

edinburgh university
Driving engagement among prospective students

I used an iterative, human-centred design approach to deliver content in a way that’s responsive to the needs of prospective students.

Three Persons Sitting on the Stairs Talking With Each Other
Resort Hilton in Seychelles
Hilton hotels
Helping Hilton cut expensive maintenance costs

I simplified Hilton’s sprawling corporate site – improving the UX and saving a fortune in costs.



35 Davaar Drive, Coatbridge, ML5 1JL


Tel: 075 8311 4948